By Mitch Rice
In the age of streaming they tend to think that music branding is all about a profile pic, a play list pitch and a few social media posts. Artists put out content, maintain a consistent theme and try to increase their online presence which is great but what they also see is that physical design elements still have a large part to play in how fans remember artists, in connection with live shows, and in the overall creative image which extends past the screen.
Music has always gone beyond the sound itself. Album covers, posters, stage sets, tour merch, record store displays, and venue signage have designed how artists are put forward for generations. Today in an age of phone and laptop based music discovery, fans still react greatly to what they see, take pictures of, wear and take home. Artists which do this well often make a greater impact not that they spend more money but that they create a world around their music.
That world begins with physical presence.
When it comes to which live shows stand out the most in memory what people recall is more than just what was played in the setlist. They remember the stage back drop, the merch table display, the light design and the over all room atmosphere. In many cases these elements are not by accident. They are part of an artist’s identity which they translate into physical things and environments.
This is a very similar issue for independent artists as it is for major acts. In fact they see that small artists do in many cases benefit from it more. A great physical design is what they see is what really turns heads for up and coming artists. What they put into the physical structure of their art is what fans notice first. A great sign behind the merch stand which is thought out can do wonders for a photo. Custom stage elements that are out of the ordinary can take a basic venue and make it the artist’s own. Even something as simple as branded displays can transform what was an average show into a memorable one.
Physical design also has what digital platforms do not. It adds depth, ambiance, and a real world feel. It proves that the artist is more than what you see in a feed or on a playlist. When fans take photos at shows, buy merchandise, or post venue images online the physical setting becomes part of the artist’s greater story which in turn takes the artist into digital spaces.
Also in practice they see that which heavy branded elements they put in place may be used across many different shows and out in many different environments. They can put out durable signage, display elements, and brand specific fixtures at gigs, content shoots, in the studio, and in promotional videos. What they find is that this kind of cross use of brand assets over time plays to artist, manager, and venue benefit.
Fabric at the core of what they see here. While it may seem that in music branding only what goes into print or is for a short term use is used, they see that in fact a wide range of visual elements are at play. Metal signs, custom made logos, display structures and stage elements which are a part of the design can really make a mark that lasts. They see workshops that have access to a CNC Plasma Cutter which is great for producing very precise and repeatable metal elements for use in venue and studio settings, merch areas and for tour support. This is not to say that every artist requires the same degree of stage production but to present that there is a great range of what is possible in the creation of a physical visual identity.
In many ways what they see is charged by elements that are put in place as opposed to what is simply there. Physical elements that are built out to last leave an impact in a way that which is temporary does not. In a rehearsal space a metal logo sign says one thing which a paper banner does not. As for merch displays a custom built one projects intention in a way that a folding table does not. These details play into how they perceive things, and in music that perception is very much a part of the brand.
Of course which is to say that physical presentation doesn’t do away with the role of the music. Also it is not the case that brand presence can make up for poor quality content. But when you put great music with at the same time very thought out visual design you can create something which is much more powerful. It brings audiences in faster, enhances recognition, and gives artists more which in turn helps them to stand out in very competitive settings which also are very attention starved.
It also they see a great deal of collaboration. Designers, fabricators, venue operators, photographers, and artists play a role in the design of how music is experienced in physical space. The best music brands don’t usually come from a single element; they grow out of the interplay between sound, visuals, environment, and story.
In the music industry they see that makers and fabrication shops have a large role to play. Independent venues are in need of signage, touring artists of stage elements and branded installations, studios of custom interiors and merch stands which they ask to be better presented. Though this work may go on behind the scenes it is very much a part of what forms audience experience. Workshops like Surefire CNC are a part of this larger production system which they see by the support they give fabricators in the tools they need to do custom metal work for real world applications.
In the end music branding goes beyond what they see on a screen. What they see around the music as it is experienced live is also a big part of it. Artists that understand the ongoing value of physical design are not stuck in the past they are putt
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